Your Dealership’s Checklist for Building a Strong Employment Brand

By Beth Kempton,
October 24, 2017

A strong employment brand can help your dealership stand out from the competition and attract top candidates in today’s competitive job market. And building your best team will ultimately lead to increased efficiency, productivity and revenue at your dealership.

Your employment brand can even help you reach quality candidates who might not have otherwise been looking for a job – 84% of candidates would consider leaving their current company if another company with an excellent reputation or brand offered them a job.

Are you doing everything it takes to attract the right candidates? The checklist below includes a list of key elements to include in your dealership employment brand.

A Comprehensive List of Benefits

Determine what sets your dealership apart – such as your company culture, reimbursement for training and certification, or a tool allowance for service technicians – and communicate these benefits on your career site, in job descriptions and anywhere else candidates might interact with your brand.

Job Descriptions That Stand Out

The goal of a job description is to get potential applicants excited about the possibility of working for your dealership, not what’s required of the job – that’s what the interview stage is for. Focus on what you have to offer – such as your overall benefits, company culture and company awards – as the job description is your chance to sell applicants on the role. Also make sure your job title isn’t auto specific, if possible, so you can reach a broader pool of applicants. For example, “Automotive Sales Consultant” is likely to show up in more search results than “Used Vehicle Sales Rep.”

A Strong Career Site

The most engaged candidates take the time to research and apply to jobs through company career sites – 30% of applicants from Hireology career sites are quality hires, the highest percentage across all sources. Make sure your career site includes details on the workplace culture, career progression, and overall benefits to help top candidates see the opportunity your team offers. Also, when posting in other channels, link back to your career site, so applicants can get a better feel for the role and your company as a whole.

Continuous Job Openings

Even if you don’t have an immediate opening, you should always have a few jobs posted on your career site. Continuous job openings show your dealership is successful and growing, and can help you capture strong, passive candidates when you least expect it.

A Defined Career Path

Today’s job seekers demand a clearly defined career path and if your career site doesn’t provide candidates with an understanding of career progression, they will find a competitor that does. On your career site, show potential paths for employees the sales, technician and operations sides of the business.

Employee Success Stories

Use your career site to share positive employee testimonials or highlight employees who have risen through the ranks from entry-level to management positions at your dealership. This will enable applicants to see what it’s like to work at your dealership firsthand.

A Consistent Brand Message

Prospective employees interact with your brand across countless channels – including your career site and social media sites such as Facebook and LinkedIn. Make your message consistent no matter the channel so candidates can get a true feel for what it’s like to work at your dealership.

Beyond building a strong employment brand, following a consistent hiring process is key to securing quality candidates. To learn more about how to build your best team, download our eBook, “The 9 Elements of a Well-Oiled Hiring Process.”



About the Author

Beth is the content strategist on Hireology’s marketing team, responsible for creating compelling blog posts, eBooks, marketing materials and other content. Her background includes five years of experience at a B2B digital marketing agency, where she crafted content for a variety of clients, including several in the HR technology space. Before beginning her career, Beth attended Loyola University Chicago, where she studied advertising and public relations.